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Two-thirds of marketers use 16 or more martech solutions
TransUnion announced newly commissioned research from Forrester Consulting that reveals the uphill battle many marketing teams face in managing fragmented mart systems and identity challenges. But the research also highlights a clear path forward for organizations that use identity resolution tools to connect disparate data sets.
Forrester’s Q4 2024 Identity Resolution Survey found that 70% of marketing leaders struggle to identify and engage audiences across touchpoints, making well-informed marketing strategies and connected customer experiences increasingly difficult. In addition, two-thirds report juggling 16 or more Martech solutions—a level of complexity that makes it difficult to achieve their goals.
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Fragmentation in a brand’s marketing technology stack is a real barrier to strategic execution. According to the survey, marketers identified the top challenges based on their current technology:
- Failure to provide personalization across the customer journey;
- Difficulty scaling marketing efforts;
- Failure to effectively integrate AI capabilities for marketing;
- Wasted marketing spend.
“Marketing leaders know what they need to do—they’re just stuck juggling 16 or more mart solutions, which creates overwhelming complexity,” said Matt Spiegel, executive vice president and head of TruAudience marketing solutions at TransUnion. “It’s not about changing your stack, it’s about using identity and data tools to connect these disconnected tools. Without this connection, inefficiency becomes a significant problem. Every day we hear about teams struggling to pull it all together. But when they do, the difference is huge.”
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Research findings reinforce this trend – organizations that use identity solutions tools to integrate their fragmented data sets are seeing significant improvements in their marketing results.
More specifically:
- 93% meet or exceed their customer experience and understanding goals.
- 88% meet or exceed their goal of improving customer insights and understanding.
- 79% meet or exceed their data-driven decision-making and adaptability goals.
“At the end of the day, it’s about seeing your customers clearly. When you connect the dots between systems, you create better experiences for people. And that’s what gets results,” Spiegel concluded.
To explore the full research findings and see how they can impact your strategy, click here. To better understand how to bring clarity to the chaos of the marketing technology space, meet TransUnion at the Consumer Electronics Show (CES) January 8-9.
